Marketing, advertising & media intelligence

An art project on the nature of Tinder, named Tender, cleverly (or very grossly) plays on the expression “Treated like a piece of meat”, and given we’ve had a bit of a dating focus lately, we thought we’d better feature it.

It essentially consists of a thick, raw fillet of meat attached to a stick that spins it around, and as it does so, the gross piece of meat slaps the mobile screen below it, which has the Tinder app open.

And unlike some choosy Tinderers, this feckless glob of meat isn’t discriminatory, swiping every person right for a “tender” match.

The project was created by Cors Brinkman and Joreon van Oorschot, Marcello Maureira and Matei Szabo for their Media Technology class at Leiden University. They wrote in their work’s description:

“Tender is an easy way to connect with new and interesting meat around you. Switch on and if someone likes you back, it’s a match!”

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Latest comments

Delving into it a bit more, you say that lots of people have drawn things using gps. That would be ok if you leapt from miscellaneous drawings to the idea of drawing dicks. But this didn’t. This went from drawing ...

I'm afraid it kind of is man. The drawing of dicks using the maps was someone else's idea. It was then repurposed for a advertising purpose. And let's not pretend that the creatives who 'repurposed' it didn't see the original ...

Gold Sponsors

Silver Sponsors

Why we like it: Spark's Santaline has been taking children's wish list requests for the past 24 years, but this year, there will be someone there to answer the phone rather than it going through to voicemail. As the ad explains, the helpers were required to have a jolly disposition and that's on display as the Metlifecare retirees wear festive accessories and take calls with a big smile. It's also lovely to watch as the two generations of children and elderly are connected through a shared love of Christmas.

Who's it for: Westpac by FCB Media

Why we like it: The ad breaks may be full of Christmas spots and the holiday is drawing closer, but that doesn't mean it's time to stop looking at serious topics like diversity in business. Westpac gets straight to the point in this video with the findings from a Deloitte study, commissioned by the bank, that asked businesses to share their thoughts on women in leadership. The video lets the numbers speak for themselves before Westpac shares its views about the value of women's skills and diversity in the workplace. Paired with a print takeover that saw only 29 percent of the New Zealand Herald printed (to represent the percentage of women business leaders in New Zealand), this campaign made us sit up and pay attention.

Who's it for: TSB

Why we like it: Christmas day might see children running to the tree with excitement about what lies beneath but that doesn't mean adults don't have wish lists too. In the spot, TSB explores what makes the best present in the world and the varied responses show it's not always something that can be wrapped up and placed under a tree. We particularly love how the father goes from new sheets for his bed to an around the world trip to show his son all the different cultures.

Who's it for:Trade Me by DDB

Why we like it: If your friend accidentally puts a sculpture head through your parents' glass coffee table, don't fret, Trade Me has you covered. The narrative of parents going away on holiday and leaving the house under the responsibility of their party-loving teenagers is not a new one, but Trade Me's put its own spin on it to show how its service can come in handy to replace anything that gets damaged—or in this case, destroyed.